Dulux accused of glossing over the truth

Paint maker Dulux is in trouble with the consumer watchdog for allegedly making false advertising claims.

The Australian Competition and Consumer Commission has commenced Federal Court proceedings against Dulux over claims that two of its paints would substantially reduce the temperature inside a house.

The ACCC says Dulux claimed that one of its roof paints could reduce interior temperatures by 10 degrees Celsius, cut energy consumption associated with the house, and significantly reduce the home's carbon footprint and energy costs.

The watchdog says the company also claimed one of its external paints could reduce wall temperatures by 15C, significantly reduce the internal temperature of the house and reduce energy consumption costs.

It will be alleged in court that Dulux did not have any reasonable basis for those claims, and therefore breached the Australian Consumer Law.

Dulux made the representations nationally, and across a wide range of media, from online to magazines, newspapers, television and on the paint tins themselves, according to the regulator.

The ACCC's chairman Rod Sims says businesses have a responsibility to provide consumers with accurate information, especially where they seek to charge a premium for selling goods that are claimed to have particular benefits.

"The ACCC believes Dulux has a corporate responsibility to make sure any claims it makes are accurate and backed by adequate scientific and/or technical evidence," he noted in a statement.

"This is especially so in relation to energy use claims given widespread consumer concern about the rapid increase in Australia's electricity prices."

The ACCC is asking the court for injunctions preventing Dulux from repeating the claims, corrective notices to be published by the company, compensation for consumers, penalties and court costs.